• Madhu Bala Kaushik

This research aims to complement current theoretical concepts of location branding suggested by previous research and provides a practitioner concept of location brand management. Fifteen location brand practitioners operating in 15 different geographical areas and in different destination management organizations were asked to comment on what they understood by local brand management as part of a larger study on location brand management. This is the first research to capture and incorporate the opinions of professionals on the nature of location brand management. The research creates a multi-faceted concept that focuses on the identification of the place, experience of the place, participation of stakeholders, and the leadership role of the location brand practitioner in positioning and promoting the proposal and experience of the location.

Brand management, Place branding, Brand definitions, Reputation, Market issues.

"Practitioner’s perception on the Essence of Place Brand Management", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 4, page no.844-847, April-2019, Available :http://www.jetir.org/papers/JETIREO06184.pdf

"Practitioner’s perception on the Essence of Place Brand Management", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 4, page no. pp844-847, April-2019, Available at : http://www.jetir.org/papers/JETIREO06184.pdf